Top 7 Rules Of Power CopywritingBy Wild Bill Montgomery
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Here are the top techniques and tricks that today's best copywriters use. Learn them well, remember them always and use them often!
- Research, Research, Research.
The biggest difference between good copywriters and great copywriters is research. Before you start writing your copy, do the work. Research the product or service. Research your (or your client's) product or service. More importantly though, research and study as many of the competitors as you can find for which realistic time allows. Gather as much data on your product (or service) and your market as possible. After researching the gathered material, ask questions. As you study the material, write down the questions you will need answered. Believe me, the more you research, the more questions you will have. Ask those questions that you have not yet answered in your mind, about your own product or service or a clients product or service. There is no such thing as a dumb question.
- Use Adjectives and Adverbs.
If you are a writer or have ever studied writing, I'm sure that your instructors burned into your mind the fact that you need to minimize the use of adjectives and adverbs. Well, I'm here to tell you that they are wrong...well at least in the copywriting arena that is. You don't offer a service; you offer a Quick, Reliable Service. You don't offer a program; you offer a New, Comprehensive Program Package. Get my drift writer? Even the best of writers have blocks. Do yourself a favor. Always have available on your desk, kitchen table or wherever you work, a good dictionary and the best thesaurus you can find. If you don't have those available (or even if you do), here are the best dictionary and thesaurus sites on the Web. Do yourself a favor...use them!
OneLook Dictionaries http://onelook.com/
WWWebster Dictionary http://www.m-w.com/
- Use Laser-Like Alignment.
The most successful copywriters know that they must keep their copywriting aligned with the market niche. Don't generalize your ad copy. When writing copy, imagine your message as a laser beam. Do you want a tight, focused and powerful beam, or a wider, less concentrated and weaker message? Every business has a niche market, and with all marketing functions, your ad copy should be aligned with that niche. The moral of the story; don't try to please everybody!
- One Testimonial is Worth a Thousand Words.
If you want more ad-punching power in your ad copy, try using well-written testimonials. I know many copywriters may be lacking a little in using this technique. Many others will only use them when they are handed to them on a silver platter. Don't wait for one to fall out of the sky...ask for them. Don't attempt fabricating them or asking customers to fabricate them. Make it clear when asking that you want it to come from the heart, good or bad. No rule says you need to use the bad ones. Don't underestimate the power of a happy client. Nothing you can write will be as genuinely sincere as the praise of the satisfied customer.
- Tell Them What You Do, not how you do it!
In your ad copy, add useful and interesting information. This rule is too often forgotten by even by the best of copywriters. Don't make the mistake of thinking your customer wants to know how you do it. What they really want to know about is the end result. So you tell them what you do and what they get. Don't get too technical! You can throw in a few facts or statistics that will convince your prospective buyers that you know what the market has to offer and that you have the best in your group. Whether it is in price, quantity or quality, feel free to give them some numbers!
- Use Time Frames
Whenever it is possible, initiate a time frame. This falls into two basic categories: the Product and the Pitch.
The Product: Whenever you are offering a solution to a problem, tell them how long the solution will take. Which example would catch your interest the most? "Clear your Credit" or "Clear your Credit in Only 6 Months". Note the word "only". If you're using time factors, make it appear that your time frame is small in respect to the rest of the market.
The Pitch: One of the best motivators in ad copy is the time frame, or better put, the "Time Limit." Let your prospect know that he/she has a limited amount of time to respond to your offer. You want to create a sense of urgency. He/she must act now or it will be too late! Remember to inject the reason for the urgency. This gives your time limit an air of legitimacy.
- NO RISK!
Put your prospect at ease. Clearly emphasize guarantees, no obligation inquiries and customer service. These are all-important subjects that should be included in any good ad copy.
Guarantees: Simple. The bigger and longer, the better.
No Obligation Inquiries: Many consumers are wary of being harassed by sales people. Put their mind at ease. Let them know that they won't have to fight off sales person after sales person.
Customer Service: Many consumers prefer the icing to the cake. They want to be catered to no matter what the cost. If you can offer great service with low cost, you may have the winner you're looking for.
Wrapping It Up.
Congratulations! If you are the average small/home business owner, you are now 100% more informed than you were ten minutes ago. Of course this one article is not going to make you a professional copywriter. But, if you're a small business owner like myself, you need to rely on your own skills for almost every aspect of your business and marketing efforts.
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Article Submitted On: July 05, 2000